---
title: "Bread brands in New Zealand: Which brands are most popular in search?"
description: "Compare the supermarket bread brands New Zealanders buy. Share of Search among Vogel's, Freya's, Ploughmans, Tip Top Bakery and Molenberg, the bread brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-bread-brands"
publisher: "Brandwave"
---

# Bread brands in New Zealand: Which brands are most popular in search?

Compare the supermarket bread brands New Zealanders buy. Share of Search among Vogel's, Freya's, Ploughmans, Tip Top Bakery and Molenberg, the bread brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Bread brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Vogel's, 50.6%

## Which brand is most popular in search among bread brands in New Zealand?

- In August 2026, Vogel's was the most searched among bread brands in New Zealand, with an estimated 6.3K branded searches and 50.6% estimated Share of Search within this set.
- Freya's is in 2nd place, 34.2 percentage points behind at 16.4% Share of Search.
- Across the 11 months ending August 2026, Vogel's’ estimated Share of Search among bread brands in New Zealand increased from 39.6% to 50.6%.
- Across the 11 months ending August 2026, Freya's’ estimated Share of Search among bread brands in New Zealand decreased from 20.4% to 16.4%.
- Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand increased from 11.9% to 13.8%.
- Across the 11 months ending August 2026, Tip Top Bakery’s estimated Share of Search among bread brands in New Zealand decreased from 20.1% to 10.4%.
- Across the 11 months ending August 2026, Molenberg’s estimated Share of Search among bread brands in New Zealand increased from 8.1% to 8.7%.
- Across the 11 months ending August 2026, Vogel's’ estimated Share of Search among bread brands in New Zealand peaked at 53.1% in March 2026 and was lowest at 36.3% in December 2025.
- Across the 11 months ending August 2026, Freya's’ estimated Share of Search among bread brands in New Zealand peaked at 27.5% in December 2025 and was lowest at 16.4% in August 2026.
- Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand peaked at 20.3% in July 2026 and was lowest at 11.9% in October 2025.
- Across the 11 months ending August 2026, Tip Top Bakery’s estimated Share of Search among bread brands in New Zealand peaked at 20.1% in October 2025 and was lowest at 9.1% in March 2026.
- Across the 11 months ending August 2026, Molenberg’s estimated Share of Search among bread brands in New Zealand peaked at 11.3% in May 2026 and was lowest at 7.4% in March 2026.
- Across the 11 months ending August 2026, Ploughmans rose from 4th to 3rd among bread brands in New Zealand.
- Across the 11 months ending August 2026, Tip Top Bakery fell from 3rd to 4th among bread brands in New Zealand.

## Compare search popularity between leading brands

- [Vogel's vs Freya's: compare search popularity](/demand/nz/compare/freyas-vs-vogels): 50.6% against 16.4% Share of Search.
- [Vogel's vs Ploughmans: compare search popularity](/demand/nz/compare/ploughmans-vs-vogels): 50.6% against 13.8% Share of Search.
- [Vogel's vs Tip Top Bakery: compare search popularity](/demand/nz/compare/tip-top-bakery-vs-vogels): 50.6% against 10.4% Share of Search.
- [Vogel's vs Molenberg: compare search popularity](/demand/nz/compare/molenberg-vs-vogels): 50.6% against 8.7% Share of Search.
- [Freya's vs Ploughmans: compare search popularity](/demand/nz/compare/freyas-vs-ploughmans): 16.4% against 13.8% Share of Search.
- [Freya's vs Tip Top Bakery: compare search popularity](/demand/nz/compare/freyas-vs-tip-top-bakery): 16.4% against 10.4% Share of Search.
- [Freya's vs Molenberg: compare search popularity](/demand/nz/compare/freyas-vs-molenberg): 16.4% against 8.7% Share of Search.
- [Ploughmans vs Tip Top Bakery: compare search popularity](/demand/nz/compare/ploughmans-vs-tip-top-bakery): 13.8% against 10.4% Share of Search.
- [Ploughmans vs Molenberg: compare search popularity](/demand/nz/compare/molenberg-vs-ploughmans): 13.8% against 8.7% Share of Search.
- [Tip Top Bakery vs Molenberg: compare search popularity](/demand/nz/compare/molenberg-vs-tip-top-bakery): 10.4% against 8.7% Share of Search.

## How did search popularity change for New Zealand bread brands in August 2026?

- In August 2026, Vogel's gained estimated Share of Search among bread brands in New Zealand, from 39.1% to 50.6%.
- In August 2026, Ploughmans lost estimated Share of Search among bread brands in New Zealand, from 20.3% to 13.8%.
- In August 2026, Freya's lost estimated Share of Search among bread brands in New Zealand, from 22.1% to 16.4%.
- Estimated monthly branded searches for Molenberg in New Zealand rose 43.4% over 11 measured months, from 760 to 1.1K in August 2026.
- Estimated monthly branded searches for Tip Top Bakery in New Zealand fell 31.6% over 11 measured months, from 1.9K to 1.3K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Vogel's | 50.6% | 6.3K | +85.1% | Vogel's |
| 2 | Freya's | 16.4% | 2K | +6.2% | Freya's |
| 3 | Ploughmans | 13.8% | 1.7K | -2.3% | Goodman Fielder |
| 4 | Tip Top Bakery | 10.4% | 1.3K | +47.7% | Goodman Fielder |
| 5 | Molenberg | 8.7% | 1.1K | +47.3% | Goodman Fielder |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Vogel's | 3.7K | 39.6% | 1 |
| Oct 2025 | Freya's | 1.9K | 20.4% | 2 |
| Oct 2025 | Tip Top Bakery | 1.9K | 20.1% | 3 |
| Oct 2025 | Ploughmans | 1.1K | 11.9% | 4 |
| Oct 2025 | Molenberg | 760 | 8.1% | 5 |
| Nov 2025 | Vogel's | 3.5K | 43.4% | 1 |
| Nov 2025 | Freya's | 1.6K | 20.5% | 2 |
| Nov 2025 | Tip Top Bakery | 1.3K | 16.3% | 3 |
| Nov 2025 | Ploughmans | 990 | 12.4% | 4 |
| Nov 2025 | Molenberg | 590 | 7.4% | 5 |
| Dec 2025 | Vogel's | 2.5K | 36.3% | 1 |
| Dec 2025 | Freya's | 1.9K | 27.5% | 2 |
| Dec 2025 | Tip Top Bakery | 1K | 14.3% | 3 |
| Dec 2025 | Ploughmans | 990 | 14.2% | 4 |
| Dec 2025 | Molenberg | 530 | 7.6% | 5 |
| Jan 2026 | Vogel's | 3.4K | 41.2% | 1 |
| Jan 2026 | Freya's | 2K | 24.6% | 2 |
| Jan 2026 | Ploughmans | 1.1K | 13.4% | 3 |
| Jan 2026 | Tip Top Bakery | 1K | 12% | 4 |
| Jan 2026 | Molenberg | 730 | 8.8% | 5 |
| Feb 2026 | Vogel's | 3.4K | 43% | 1 |
| Feb 2026 | Freya's | 1.8K | 22.6% | 2 |
| Feb 2026 | Ploughmans | 1.1K | 13.8% | 3 |
| Feb 2026 | Tip Top Bakery | 1K | 12.5% | 4 |
| Feb 2026 | Molenberg | 650 | 8.1% | 5 |
| Mar 2026 | Vogel's | 5.8K | 53.1% | 1 |
| Mar 2026 | Freya's | 1.9K | 17.4% | 2 |
| Mar 2026 | Ploughmans | 1.4K | 12.9% | 3 |
| Mar 2026 | Tip Top Bakery | 1K | 9.1% | 4 |
| Mar 2026 | Molenberg | 810 | 7.4% | 5 |
| Apr 2026 | Vogel's | 3.4K | 40.6% | 1 |
| Apr 2026 | Freya's | 1.9K | 22.9% | 2 |
| Apr 2026 | Ploughmans | 1.4K | 16.8% | 3 |
| Apr 2026 | Tip Top Bakery | 880 | 10.5% | 4 |
| Apr 2026 | Molenberg | 770 | 9.2% | 5 |
| May 2026 | Vogel's | 3.4K | 38.7% | 1 |
| May 2026 | Freya's | 1.9K | 22% | 2 |
| May 2026 | Ploughmans | 1.5K | 16.6% | 3 |
| May 2026 | Tip Top Bakery | 1K | 11.4% | 4 |
| May 2026 | Molenberg | 990 | 11.3% | 5 |
| Jun 2026 | Vogel's | 3.4K | 41.8% | 1 |
| Jun 2026 | Freya's | 2K | 24.7% | 2 |
| Jun 2026 | Ploughmans | 1.1K | 13.9% | 3 |
| Jun 2026 | Tip Top Bakery | 880 | 10.7% | 4 |
| Jun 2026 | Molenberg | 730 | 8.9% | 5 |
| Jul 2026 | Vogel's | 3.4K | 39.1% | 1 |
| Jul 2026 | Freya's | 1.9K | 22.1% | 2 |
| Jul 2026 | Ploughmans | 1.8K | 20.3% | 3 |
| Jul 2026 | Tip Top Bakery | 880 | 10.1% | 4 |
| Jul 2026 | Molenberg | 740 | 8.5% | 5 |
| Aug 2026 | Vogel's | 6.3K | 50.6% | 1 |
| Aug 2026 | Freya's | 2K | 16.4% | 2 |
| Aug 2026 | Ploughmans | 1.7K | 13.8% | 3 |
| Aug 2026 | Tip Top Bakery | 1.3K | 10.4% | 4 |
| Aug 2026 | Molenberg | 1.1K | 8.7% | 5 |
| Sep 2026 | Freya's | — | — | — |
| Sep 2026 | Molenberg | — | — | — |
| Sep 2026 | Ploughmans | — | — | — |
| Sep 2026 | Tip Top Bakery | — | — | — |
| Sep 2026 | Vogel's | — | — | — |

## What is being compared

- **Freya's**: Measured on the search terms “freyas”, “freyas bread”, “freyas near me” and “freyas wraps”, summed into one figure.
- **Molenberg**: Measured on the search terms “molenberg”, “molenberg bread” and “molenberg near me”, summed into one figure.
- **Ploughmans**: Measured on the search terms “ploughmans bread”, “ploughmans bread countdown”, “ploughmans loaf”, “ploughmans rye bread” and “ploughmans wholemeal bread”, summed into one figure.
- **Tip Top Bakery**: Measured on the search term “tip top bread”.
- **Vogel's**: Measured on the search terms “thin vogels”, “vogel's”, “vogels”, “vogels bread”, “vogels co nz”, “vogels near me”, “vogels nz” and “vogels online”, summed into one figure.

- [Freya's](/demand/nz/brands/freyas)
- [Molenberg](/demand/nz/brands/molenberg)
- [Ploughmans](/demand/nz/brands/ploughmans)
- [Tip Top Bakery](/demand/nz/brands/tip-top-bakery)
- [Vogel's](/demand/nz/brands/vogels)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among bread brands in New Zealand?

In August 2026, Vogel's was the most searched among bread brands in New Zealand, with an estimated 6.3K branded searches and 50.6% estimated Share of Search within this set.

## Cite this page

Brandwave. "Bread brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-bread-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-bread-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.